Martin Bissett of The Upward Spiral Partnership joins Steve Major today.
Martin has been involved with the accounting profession for over 18 years and has worked in the UK, US and Europe with firms ranging from sole practitioners through to Global Top 30 firms. His consulting firm The Upward Spiral Partnership Ltd (USP for short), is a boutique organisation designed to devote his attention to the client base he works with.
Gross recurring fees are actually a challenge. It serves a hindrance. Audit market is disappearing. Commoditisation of compliance services. The compliance ware will be won by those who harness technology.
Relationship based advisory work is the future opportunity.
Whilst gross recurring fees are in place no imperative to move to relationship advisory work.
Differentiation – accountants say they are different, say they are local, big enough to cope & small enough to care – all irrelevant.
Remove differentiation – talks superiority.
Completely define their message – why I should talk to you.
Marketing & Accounting Firm
- educate on marketing
- develop a system
- then bring in professionals to make a reality
Marketing is about having conversations with potential clients.
How to reach our audience – understand what they are doing, where are they looking
- client state
- improvement – outcome
Clients looking for someone to share their troubles. Someone who gets it
Selling – we are building relationships.
Strong marketing – gravitational force
Business development job to convert opportunities.
Handle first meeting – business development 101
Understand decision making process of client.
Give a reason to look forward.
Invest in building relationships to grow your firm.
Website – Martin Bissett
Linkedin – Martin Bissett
Twitter – @uspuk